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Leo Kivijarv

Member since August 2004

Custom media research and consulting firm covering all media. Well known for the collaboration with Veronis Suhler Stevenson on their annual Communications Industry Forecast & Report

Articles by Leo All articles by Leo

  • Time Spent With Advertising Daily in Research Intelligencer on 04/02/2018

    Recently, "Research Intelligencer" approached PQ Media with the following question: How much of total consumer media usage is spent solely with advertising? This is a very complex question because often when advertising is the media content, people are not consciously interacting with the message as they would with entertainment and information content. For example, a viewer will focus on the plot of a favorite TV show, but once there is a commercial break, he or she might use a DVR to skip the ads, leave the room or start texting while the ad runs. Similarly, as this person reads the print edition of a newspaper, he or she concentrates on the article, although the peripheral vision notices the ad next to the article, but not necessarily the product being advertised. Thus, the term "exposure" becomes more relevant than "usage" in determining the time spent by consumers with advertising.

Comments by Leo All comments by Leo

  • My Past Is Prologue by Joe Mandese (RTBlog on 03/27/2023)

    Joe, you list Don Epperson twice - between Mary Meeker and my firm PQ Media and between Mike Bloxham and Don Peppers. Two possible replacements include yourself and/or Vincent Letang.

  • Nielsen: Streaming Reaches 34% Share In February, Linear Continues To Fall by Wayne Friedman (Television News Daily on 03/16/2023)

    This is a confusing article given the January chart for comparison which showed streaming was 38.1% of viewing and now it's 34.3% share, which doesn't indicate to me a growth in streaming viewing, regardless of Nielsen's new methdology. Netflix was down from 7.5% to 7.3%, YouTube down from 8.6% to 7l9%, Hulu down from 3.5% to 3.3%. Prime and DIsney up 0.1%, HBO Max, Peacock and Pluto flat. To me, that says that streaming weakened in February when compared with January data. 

  • It's Tough Being A Former Ad Industry Futurist by Joe Mandese (RTBlog on 02/13/2023)

    PQ Media executives have been preparing ad-supported vs. consumer-supported usage comparisons for more than 25 years. It includes media multitasking and our data closely matched the data that Mike Bloxham and his team uncovered at Ball State University in the mid-2000s, which has accelerated with the introductions of the computer tablet and smartphone. We include all ages, not just 12+ or 18+. Our data looks at all consumer-facitng media platforms (TV, Radio, Newspaers, Magazines, Books, Movies, Recorded Music, Pure-Play Internet, Pure-Play Mobile, Videogames, and Out-of-Home Media), as well as many of the channels within those platforms, such as broadcast TV, pay TV, DVRs, VOD/PPV, and streaming video in television. In preparing the ad-supported vs. consumer-supported, the criterion used is whether that medium generated more revenue from advertising & marketing or from end users. And that line is blurring, particularly as circulation spending is catching up to ad spending in print media, and pure-play digital ad & marketing spend, like search, are closing the gap with access spend. What one has to remember is that the heaviest users of media are older demographics that continue to use the linear media they grew up with, and which expanded during the pandemic.  

  • Most Media Consumption Down in Q4, Including Paid Streaming by Karlene Lukovitz (Video Insider on 01/31/2023)

    So, for the first time in history, media consumption falls as the weather gets colder and people do fewer things outside the home. Really?

  • Digital Ad Spending Declined In November, Linear TV Falls To 35% Share by Joe Mandese (MediaDailyNews on 12/20/2022)

    Incorrect that this is the first time since 1990 that digital fell. Remember that the internet bubble burst in the early 2000s. According to PQ Media, digital fell 14.5% in 2001 and an additional 23.3% in 2002. In 2009, during the great recession it almost fell again - internet actually did by 0.8%, but the nascent mobile market rose 40%, so overall digital increased 0.5% in 2009.

  • IPG's Magna Finds 'Media Time Paradox' -- People Spending Less Time With It by Joe Mandese (MediaDailyNews on 11/21/2022)

    I'm sorry, but any media consumption study that shows a decline in media usage in 2020 has to be suspect. Normally, I find Magna Global data quite credible, but not in this instance. PQ Media's "Global Consumer Media Usage Forecast 2021-2025" reported that US media usage jumped 4.6% in 2020, the largest gain ever since 1975 (first year of available data), exceeding the 3.4% gain in 1976, when national cable moved into the cities with the introduction of HBO, as well as videogame consoles from Magnavox available for home use; as well as the 2.6% increase in 1999 when internet penetration surged as AOL became the must-have access portal before broadband was introduced nationwide in the early 2000s.

  • Gen Z Audiences Spend Biggest Share Of Time With Digital Media by Robert Williams (Research Intelligencer on 10/24/2022)

    Usually I applaud the data published by WARC, but I must take exception to the first graph that shows 25-34 age group spending almost 12 hours a day with media, which 55-64 spending approximately 7.5 hours a day - a 3.5 hour difference. Rather, generational data that I've been collecting and publishing for more than 30 years shows that the older one gets, the more media they consumer as older generations have fewer distractions, like school/school activites, going out after work, andd doing things on weekends with friends, etc. The overall usage should be just the opposite (e.g., Boomers spending more time with media than Millennials). It is also hard to imagine the global average for 25-34 is 12 hours a day, given that about one-third of the world's population doesn't have access to digital media, and limited access to electronic and print media, particularly those living in poverty or rural regions, like India and China.  

  • Q: When Is A Medium Not A Medium? A: When It's A Line Item by Joe Mandese (MediaDailyNews on 09/20/2022)

    Totally agree Joe that the "silo" approach to defining and segmenting advertising & marketing platforms and channels has been daunting task and blurring over the years. In the work I've done with Veronis Suhler Stevenson (1994-2012) and PQ Media (2013-Present) to define and segment the Marketing Services industry that Group M is calling retail media, it can be difficult at times to break out data from a company in multiple media platforms. But it must be done to avoid duplications, as we found when we prepared the Brand Activation Forecast for the Association of National Advertisers in 2016 that included analysis of retail media in categories such as relationship marketing, influencer marketing, promotional marketing, content marketing, experiential marketing, retailer marketing and shopper marketing.

  • News Consumption Slump - Is It Because News Stories Are 'Hard To Follow'? by Wayne Friedman (TV Watch on 07/20/2022)

    Great points, Ed. Also, news consumption has peaks and valleys, jumping during elections (after September) per more than 20 years of Nieslen data, and during unexpected events (e.g., 9/11, invasion of Ukraine). Often the deep declines referenced the following year by some researchers are skewed (such as January 2022 compared with January 2021 after the January 6 insurrection). If you look at newspapers, for example, New York Times reported 8 million digital subscribers in 2021 - that's 4x the most print subscribers they ever had in the 1980s/1990s). Younger demos are using apps to access the news, particularly those that are embedded in their phones like Apple News on iPhones.

  • Hypothesis: TV Has Role To Play In Nation's Cult Of Violence by Adam Buckman (TVBlog on 06/06/2022)

    Unfortunately, I can't agree with you on this hypothesis. To put this into perpective, I did my master's thesis on media violence in the 1970s. Complaints about media violence have been ongoing for more than a century, with complaints about the early silent films, the first comic books, action radio theater of the 1930s, then television and now videogames. One has to ask, how did we have people like Billy the Kid and Jesse James, before there was media other than newspapers, magazines, books, and direct mail? There are a multple theories on media violence, but the one you are alluding to in this blog is based on Bandura's "Imitation" theory, in which he used the infamous "Bobo" doll experiments. For those unaware of the "Bobo" doll experiments, Dr. Bandura had two sets of chidren watch films - one set of children watched a nature film, the other set watched a film with an adult pummeling a 4-foot blow-up clown doll nicknamed Bobo. After the movie, the children were ushered into a room with many toys and those who watched the Bobo doll film immediately ran over to the Bobo doll and starting beating it up. Those children who watched the nature film didn't touch the Bobo doll. However, a few years a later another researcher added a second varialbe - she put the children into the room with the toys first and when the Bobo doll film ended, most of the children went back to playing with toys they were enjoying before the film. As for study, I attempted to find out if behaviorally-maladjusted children liked "aggressive" athletes they saw on television (such as Jack Tatum, Oakland Raider's "assassin," tennis bad boy, John McNeroe, etc.). When I compared them with children in a parochial school, I found the latter like the aggressive stars more. One principal explained, that the behaviorally maljusted kids didn't watch TV because they were outside doing mischief. In most instances, children are taught that violence is wrong. The grey line occurs when parents (or other influential mentors like grandparents, teachers, coaches, etc.) don't actively teach children right from wrong and violent media content becomes one of many triggers that might lead a child to consumer more violent content than others. However, there is no imitation in mass shootings. One final thing to consider - if TV has a role to play in the nation's cult of violence, why doesn't Japan have more mass killings than the U.S., given they watch more television than we do?   

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